TikTok has a rare ability to boost a product through a digital craze that is difficult for brands to anticipate. Such is the case with Oura Ring, a connected ring that has become a must-have in everyday life, according to Internet users.
After the collapse of former Finnish cell phone giant Nokia, its ex-engineers had to turn their attention to other projects. In Oulu, a city in the north of this Scandinavian country, they drew on their technological expertise to conquer the beauty and wellness market. The result is Ōura Health, a start-up specializing in connected rings, the first version of which was released in 2015. An object that aims to compete with connected watches and occupy a market that is still little occupied.
Following meticulous development, communication and marketing work, both nationally and internationally, the company announced in April 2022 that it had sold no less than a million of these products in one quarter! Major celebrities, such as Prince Harry in 2018, and have thus been spotted wearing this ring, and Gucci unveiled a special collaboration with the brand two years ago. The company claims a valuation of $2.55 billion and has opened offices in San Francisco and San Diego, although its headquarters remain in Oulu.
The biohacking trend materialized in a ring
The skills of this intelligent ring are manifold, but could be summed up in one sentence: track and analyze all the criteria of our lifestyle to improve our well-being and our daily lives, thanks to the many sensors contained in the ring.
“Instead of approaching their health reactively, more and more people are focusing on proactive, long-term ways to be healthier. One of the main ways to improve health is a good night’s sleep, and that’s where Oura shines* “ explained Michael Chapp, Oura’s COO.
Oura Ring lets you know and optimize your sleep cycle, collect information on blood oxygen levels and heart rate, and monitor your menstrual cycle. In short, it collects data on our general state of health. And to obtain this data and personalized recommendations, you need to download an application (for a fee). This also includes a library of guided audio meditation sessions and educational videos.
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Since July, Oura has partnered with sports specialist Strava, joining the brand’s other collaborations such as Apple Health and Google Fit.
This technological jewel, available in six finishes, has its price: between 279 euros and 950 euros per ring. This is the sum needed to materialize the brand’s ambitions for “biohacking”, an approach that aims to move from a state of good health to one of optimizing both physical and mental capacities.
The buzz on TikTok
While the ring had already found its audience, it has been back in the spotlight in recent months. Why? Because of the dedicated content on TikTok, which has created quite a buzz on the social network. While wellness and beauty videos have been an integral part of the platform since its inception, several tiktokers have helped to put the spotlight back on the Oura ring, praising its features as helping them to optimize their daily lives.
@jacquiealexander_ #ouraring #sleeptracking ♬ original sound – Jacquie
On TikTok, users can thus be seen explaining the concept and operation of the ring and its app, and how the personalized advice had helped them improve. Nearly 11,000 posts under the #ouraring banner can be found on the social network.
The ring surfs on the fashionable health and wellness market, adored by the hyper-connected GenZ and followers of trendy gadgets. But be careful not to flirt too much with over-analysis and self-medication.
Featured photo: © Oura
